ANALISIS PENGARUH CUSTOMER RELATIONSHIP MARKETING DAN LAYANAN PURNA JUAL TERHADAP KEPUASAN PELANGGAN (Studi Kasus Pada PT AUTO 2000 Daan Mogot)

KUSUMA, HARDIYANTI LESTARI (2018) ANALISIS PENGARUH CUSTOMER RELATIONSHIP MARKETING DAN LAYANAN PURNA JUAL TERHADAP KEPUASAN PELANGGAN (Studi Kasus Pada PT AUTO 2000 Daan Mogot). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of research is to know and analyze the strength and direction of influence customer relationship marketing and after sales service to customer satisfaction at PT AUTO 2000 Daan Mogot. This type of research used is quantitative research with explanative design. The sample was taken by accidental sampling technique with 69 respondents. Data obtained through questionnaires developed based on indicators of each variable and measured by Likert scale. Data were analyzed by multiple linear regression. The results showed that: (1) customer relationship marketing partially significant effect on customer satisfaction (2) after sales service partially significant effect on customer satisfaction and (3) simultaneously, customer relationship marketing and after sales service significantly influence customer satisfaction. Keywords: Customer relationship marketing, after sales service, satisfaction. Tujuan penelitian yaitu untuk mengetahui dan menganalisis kekuatan dan arah pengaruh customer relationship marketing dan layanan purna jual terhadap kepuasan pelanggan pada PT AUTO 2000 Daan Mogot. Jenis penelitian ini yang digunakan merupakan penelitian kuantitatif dengan desain eksplanatif. Sampel diambil dengan teknik accidental sampling dengan 69 responden. Data diperoleh melalui kuesioner yang dikembangkan berdasarkan indikator masing-masing variabel dan diukur dengan skala likert. Data dianalisis dengan regresi linear berganda. Hasil penelitian menunjukkan bahwa: (1) customer relationship marketing secara parsial berpengaruh signifikan terhadap kepuasan pelanggan, (2) layanan purna jual secara parsial berpengaruh signifikan terhadap kepuasan pelanggan dan (3) secara simultan customer relationship marketing dan layanan purna jual berpengaruh signifikan terhadap kepuasan. Kata Kunci: Customer relationship marketing, layanan purna jual, kepuasan pelanggan

Item Type: Thesis (S2)
Call Number CD: CD/553. 18 017
NIM: 55315110057
Uncontrolled Keywords: Coustomjer relationship marketing, layanan purna jual, kepuasan pelanggan
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.1 Museum Services to Patrons/Layanan Museum untuk Pelanggan
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.1 Museum Services to Patrons/Layanan Museum untuk Pelanggan > 069.13 Museum Services to Patrons/Layanan Museum untuk Pelanggan > 069.132 Museum Services to Patrons/Layanan Museum untuk Pelanggan
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.62 Regulations for Patrons/Peraturan untuk Pelanggan
Divisions: Fakultas Teknik > Teknik Industri
Depositing User: Virda Syifa
Date Deposited: 27 Oct 2018 04:27
Last Modified: 07 Nov 2018 03:41
URI: http://repository.mercubuana.ac.id/id/eprint/45267

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